Task At Hand | Branding | On-Ground Activation:
Odeon Social – prelaunch, launch & post-launch.
Before the opening of the outlet, we did a warm-up session where we uploaded creatives highlighting old school elements that create nostalgia – FLAMES, Raja Mantri Chor Sipahi (popular games played during school) with the hashtag #comingsoon – to raise curiosity.
To create buzz around the opening we ran a contest to give away 5 invites to the launch party. We asked the interested to upload a picture that takes them back to their nostalgic memories using the hashtag #OdeonSocial across Facebook, Twitter and Instagram. We traced all the entries through the hashtag #odeonsocial. And communicated a theme of a #backtoschool party. Social gave free beer coupons to the participants who could not win a pass to enter.
Following the opening, posts were made to highlight various activities:-
- 3 Rs. Beer – The idea was to communicate the 3rs/beer offer in a direct manner using the signature social brackets. The posts made for the same were simple yet effective and saw over 468 likes and 220 comments on Instagram.
- #BudiyaKeBaal – Posts were made to communicate the candy floss activity. To add an interesting spin, Social asked people to get their backpacks on and search for the #OdeonSocial Candyfloss man at CP. We gave free cotton candy #बुिढ़या के बाल to those with their backpacks on.
- Auto Pick up – A picture of social branded autos was put up and we asked people to hop into one of these to get a free ride to #OdeonSocial. The post received 500+ likes on Instagram.
- We made Cheque-in to Get-in – creative posts in order to urge people not to throw away their #HauzKhas #DefCol Social bills. Preserving them would get you a free beer in the Odeon. We used the following creative to communicate the same.